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It’s over 10 years old now, but if the advertising industry is around in a thousand years, we’ll still be referencing it. Cadbury Gorilla is the perfect advertising story.Simple brief: “Eating Cadbury makes you feel good.”A daring agency: Few shops have ever been as remarkably creative as Fallon London in their heyday.A gutsy client: Cadbury’s marketing director was told by his superiors “there is no way you are making this ad.” After four months of persistence, he finally got his way.Huge success: The ad that would never be made produced three times the ROI of the average Cadbury commercial. And over a decade later, people still fondly recall not only the ad, but the attribution to Cadbury.

John Mescall is Global ECD of McCann and the man behind the legendary Dumb ways to die campaign.